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For those who have missed it, Phorm, Inc have trialled and are proposing to roll out a new system in the UK that helps advertisers target advertising more precisely at participating internet users. Their goal is, according to their homepage at www.phorm.com is "to make online advertising more relevant, rewarding and valuable.". The basic principle is to gather information based on your internet browsing behaviour and use that information to target so called 'relevant ads'.